1 in 5 Homes Forecast to Have a Smart TV This Year
by MarketingCharts staff
19% of homes will have a Smart TV this year, forecasts a December study [pdf] from YuMe, conducted by Frank N. Magid Associates. That represents an 8% point hike from 11% of current Smart TV owners, and is based on survey results finding that of the 45% of respondents who expect to buy a new TV this year, about 18% are very likely to purchase a Smart TV. The study also finds that Smart TV “intenders” skew male and are more ethnically diverse than current smart TV owners.
The YuMe study details the various ways in which Smart TV owners leverage the devices on a weekly basis. Among current users, for example, 57% stream movies from the internet, 55% stream TV shows, 48% make use of music listening channels or applications, and 45% watch short videos from sites such as YouTube.
Still, separate data released in December by NPD Connected Intelligence finds that watching over-the-top (OTT) video is by far the dominant use of connected TVs, and that only about 1 in 10 owners use their devices to browse the internet.
About the Data: The findings presented in the YuMe report are based on a survey conducted November 9 through 15, 2012 among 1,500 U.S. consumers ages 12 and older. The final sample of consumers is representative of the U.S. population in gender, age and ethnic background and is reflective of the geographic distribution of U.S. consumers.